NUOPTIMA > Insights > A Complete Guide to B2B SaaS Lead Generation

A Complete Guide to B2B SaaS Lead Generation

August 9, 2023 16 minutes
search awards marketing society british excrllence business leader

Business-to-business (B2B) Software as a Service (SaaS) companies are booming, with the industry predicted to grow exponentially in the coming years. As such, there’s never been a more important time for these businesses to capture their market share, particularly through effective B2B SaaS lead generation.

This detailed guide by our B2B SaaS SEO Agency will help with lead generation for your software platform, offering insights into its evolution, challenges, and practical strategies. Whether you’re just starting or looking to expand your lead generation efforts, there’s something here for you.

What Is B2B SaaS Lead Generation?

Generating leads is the process of identifying and nurturing potential customers for a business’s products or services. It’s the first step in the sales funnel, and it’s all about sparking interest and initiating a conversation. However, in the B2B SaaS landscape, this concept takes on new dimensions, as it involves attracting and converting other businesses into paying subscribers of your software product.

Unlike traditional tactics, B2B SaaS strategies require a deep knowledge of your customer’s pain points and a product that offers a practical solution. It necessitates the creation of a relationship built on trust, ultimately leading to customer loyalty and continuous subscription renewals.

Therefore, B2B lead generation for SaaS companies is more than just getting people to visit your website. It’s about converting these visitors into leads by gathering their contact information, such as an email address, phone number, or anything your sales team can use to begin a conversation. 

The Evolution of B2B SaaS Lead Generation

SaaS B2B lead generation has evolved significantly, having moved away from the cold calling and mass emailing techniques of yesteryears. In the past, B2B SaaS companies often relied on these outbound marketing methods to secure new buyers. However, as customers become more adept at blocking these interruptions, these tactics become redundant. 

Thus, one fundamental shift in the industry is the move towards customer-centric approaches as businesses focus on creating meaningful relationships. Today, these changes are reflected in the uptake of inbound marketing, leading to the rise of content creation, search engine optimisation (SEO), and social media. These efforts involve creating valuable content and experiences tailored to potential customers, thus drawing them towards your company and product organically. 

By aligning your content with your ideal buyer’s interests, you naturally attract qualified traffic that you can convert, close, and delight over time. 

Therefore, if you came here looking for an outbound lead generation service for B2B SaaS products, it may be time to rethink your strategy. While there is a place for outbound tactics in the B2B lead generation funnel, particularly for high-end products, you must supplement it with inbound methods that encourage a positive relationship with prospects.

B2B SaaS Lead Generation Strategies

In the following sections, we’ll explore the best way to get B2B leads and highlight proven strategies to enhance lead generation for B2B SaaS companies.

Leverage Social Proof

Your existing customers are a gold mine when it comes to generating qualified leads. You’ll find that satisfied customers naturally become brand advocates, promoting your SaaS solution within their networks. That said, collecting testimonials, case studies, and online reviews can be powerful social proof, inspiring trust and credibility in potential customers. When they see other successful businesses using your product or service, it encourages them to follow suit.

For example, consider testimonials. These are statements from satisfied customers that attest to your product’s quality and effectiveness. By showcasing reviews on your website, you can demonstrate how other businesses have benefited from your product, making potential customers more likely to consider it for themselves.

Similarly, case studies can be an influential form of social proof. These in-depth reflections detail how your product has helped a specific customer, showing prospects the tangible results and how you achieved that. Consequently, these data-driven case studies can lower the perceived risk of investing in your B2B SaaS product and drive more conversions.

Content Marketing and SEO

Creating high-quality copy that addresses your target audience’s pains can establish your brand as a trusted resource in the industry. Organic content marketing is about sharing helpful resources to attract and convert prospects into customers. The type of content you publish is closely related to what you sell. In other words, you’re educating people so that they know, like, and trust you enough to do business with you. 

This method might involve creating;

  • Blog posts,
  • Whitepapers,
  • Webinars,
  • Ebooks, and more. 

For example, you might write a blog post about the challenges businesses in your target market face. This post would not only demonstrate your understanding of your customers’ challenges but also position your company as an expert in the field. By providing this kind of valuable content, you build brand awareness and attract potential leads to your website, where you have the opportunity to convert them into customers. 

Coupling this with SEO techniques can significantly increase your visibility and attract more leads at various stages of the sales funnel. For instance, if you wish your content to show up at the top of a results page for your intended keywords, you must ensure your website is positioned for credibility. Consider fixing technical issues, improving site speed, optimising for mobile devices, and implementing a backlink strategy. These are a handful of methods to accompany your content marketing efforts and increase your chance of getting in front of your ideal buyer.

Targeted Landing Pages

Unlike standard web pages, which typically have many goals and encourage viewers to explore your site, landing pages have a single focus or call to action (CTA). A well-crafted sales page can provide detailed information about your product, enticing potential customers to take the next step towards conversion. These are extremely specific to your ideal customer and help increase the number of qualified leads you attract.

A high-converting landing page might do the following;

  • Feature testimonials and case studies,
  • Highlight exact pain points and offer a targeted solution,
  • Offer a free resource or guidance on their problem,
  • Use CTAs to capture leads at various stages of the sales funnel, from awareness to decision.

Social Media Marketing

Platforms like LinkedIn, Facebook, and Twitter can be potent growth channels for B2B SaaS companies. Participating on these platforms can help you generate more leads as it builds brand awareness, increase sales, and drive website traffic. 

Marketing yourself this way involves;

  • Consistently posting informative, practical content on your social profiles,
  • Listening to and engaging with your followers through comments and direct messages,
  • Analysing your results, 
  • And running social media advertisements.

Email Marketing

Collecting email addresses and nurturing those recipients through well-crafted campaigns is another strong lead generation strategy. For instance, offering something of value in return, such as exclusive content, a free trial, or special discounts, encourages new visitors to sign up for your newsletter.

Furthermore, creating targeted and personalised email sequences helps you develop meaningful customer relationships. You can use this format to speak directly to decision-makers, providing valuable free advice and demonstrating how your B2B SaaS product solves their problem. With consistent communication and relevant guidance, you ensure your brand is always at the forefront of your prospects’ minds. Therefore, when they come to make a purchase decision, you’ll be the one they think of.


A webinar is an online presentation where large groups of participants engage in discussions or training events. Since they typically operate virtually, it’s an accessible way to share audio, documents, or slides with your ideal customers. 

Furthermore, webinars allow you to showcase your product or service and offer in-depth advice to potential customers. More specifically, these leads are super-targeted because those who sign up for your webinars are expressing a direct interest in your product, making them high-quality prospects and more likely to convert. By engaging with them in this format, you have a direct way to demonstrate your expertise and position yourself as an authoritative source in your industry.

Free Trials

Getting potential customers to sign up for a free trial is the holy grail of B2B SaaS lead generation. It is a chance to experience your product without any financial commitment, which can reduce any perceived risk. It is also an excellent way to attract new customers, as it allows them to see the value of your product or service before they commit to a purchase. However, even if they don’t subscribe after the trial, you have still captured a new qualified lead. With this information, you can run retargeting campaigns, offer exclusive discounts, or request feedback to understand why they didn’t convert into a repeat buyer.

Live Chat

Integrating a live chat feature into your website lets you have real-time conversations with website visitors. It’s typically used to provide immediate customer support, but it’s also an excellent tool for lead generation. You can answer questions, resolve doubts, and nudge potential subscribers further down the sales funnel. Rather than waiting for a slow email response, at which time they may have forgotten about your solution or found an alternative, they can get an answer almost immediately. Also, make sure you have live chat function in your application too. You can use chat sdk to easily integrate that feature.

B2B SaaS Lead Generation Tips to Maximise Your Efforts

Now that we’ve discussed some key B2B SaaS lead generation ideas, let’s explore how to maximise the results from these efforts.

Understand Your Target Customer

Understanding your target customer is the cornerstone of any successful marketing strategy. In the B2B SaaS space, this means diving deep into the needs, challenges, and goals of the businesses you aim to serve.

Start by creating detailed buyer personas using market research and actual data about your existing buyers – this is a semi-fictional representation of your ideal customers. For a B2B SaaS company, this might include information about the following;

  • The size of the business,
  • The industry,
  • Their budget,
  • Their key decision-makers,
  • And the specific problems they’re trying to solve with a software solution.

For example, if you’re a SaaS company offering project management software, one of your buyer personas might be a mid-sized tech company struggling with remote team collaboration. Understanding this persona’s specific issues and needs will guide your marketing messages, product development, and lead generation ideas to attract similar businesses.

Understand the B2B SaaS Buyer’s Journey

There are numerous ways to breakdown the B2B SaaS buyer’s journey, but it typically involves three fundamental stages:

  • Awareness
  • Consideration
  • Decision

Understanding these stages can help you align your B2B lead generation funnel and create more effective marketing campaigns.

In the awareness stage, potential customers are experiencing a problem. They’re doing educational research to understand, frame, and give a name to their problem. For example, a business might realise they’re wasting time on manual data entry and start researching ways to improve efficiency.

Next, in the consideration stage, potential leads have clearly defined their issue. They are now exploring different approaches or methods to solve their problem. In the case of our example, the business might be comparing different types of automation software.

Finally, in the decision stage, potential customers have decided on their solution or method. They are compiling a list of all available vendors and B2B SaaS products in their chosen solution strategy. They are diving deeper into research to create a shortlist and ultimately aim to make a final purchase decision. The business in our above example might be comparing specific project management software options, looking at features, pricing, and reviews.

By understanding this journey, you can ensure that your B2B SaaS product meets potential customers where they are, providing them with the information they need at each stage and guiding them towards choosing your product.

Multi-Channel Approach

A multi-channel marketing plan involves connecting with potential customers on numerous platforms. Although, knowing which channels to target will depend on your ideal buyer and where they are in the B2B lead generation funnel. 

In the B2B SaaS space, this might include:

  • Your website, 
  • Email,
  • Social media platforms,
  • Content (blogs, whitepapers, webinars), 
  • SEO
  • PPC advertising
  • And even offline events or trade shows. 

When your ideal customer encounters your brand in various locations, they will start to perceive you as an industry leader, and thus, trust your product or service. As we have outlined in the previous sections, you can implement numerous strategies to ensure you’re using each platform effectively.

Moreover, the key to a successful multi-channel plan is consistent and cohesive messaging across all mediums. Your branding, copy, and value proposition should be uniform whether a potential customer encounters your offer on social media, in a search engine, or in their email inbox. 

Ensuring you create multiple touchpoints with your audience is crucial to building rapport and authority in the B2B SaaS space. 

Lead Scoring

You may use a methodology like lead scoring to rank prospects in terms of their perceived value to the organisation. Categorising this way can help you prioritise leads and maximise efforts on those most likely to convert.

A B2B SaaS company might score leads based on factors like;

  • The business size – larger businesses might have a higher potential value.
  • The level of engagement with your marketing materials – someone who has downloaded a whitepaper or attended a webinar might be more interested than someone who has only visited your website.
  • The specific pain points or needs they have expressed – which might indicate a good fit with your product.

Utilise Lead Generation Tools

There are many tools available that can help streamline and automate your B2B SaaS lead generation process. These include CRM (Customer Relationship Management) software, automation platforms, email marketing tools, and analytics tools.

For example, a CRM system can manage your interactions with potential and existing customers, track leads, and analyse sales data. In addition, automation platforms can help you automate repetitive tasks like emails, social media posting, and even ad campaigns. Moreover, analytics tools can provide useful insights into your website traffic, campaign performance, and more.

By leveraging these tools, you’ll save time, improve efficiency, and gain insights to help optimise B2B SaaS lead generation.

Testing and Optimisation

Optimising your strategy relies on using data to measure the performance of your B2B SaaS lead generation ideas and make necessary adjustments to improve results. You might use A/B testing on landing pages, experimenting with various email subject lines, or trying out new social media plans.

Suppose you’re testing two versions of a landing page. You may assess how different headlines, images, or call-to-actions perform and identify which resonates with your target audience. Alternatively, you might experiment with sending your email newsletters at other times of the day to see when you get the best open and click-through rates.

The Future of Lead Generation for B2B SaaS

The future of B2B SaaS lead generation will likely be shaped by advancing technology and changing customer expectations. Here are a few key trends to watch out for:

  • Artificial Intelligence (AI) and Machine Learning: While the tech changes daily, you might consider using AI to analyse data for patterns and trends, making it easier to spot and target potential leads. For example, AI may examine website traffic data to identify high-intent visitors or to assess customer behaviour to predict who is likely to convert.
  • Personalisation: As customers come to expect more personalised experiences, businesses must tailor their lead generation efforts to meet these expectations. This could involve personalising content, offers, and communications based on a potential lead’s behaviour and preferences. For instance, a SaaS company might use dynamic content to show specific website content to certain visitors based on their industry or business size.
  • Account-Based Marketing (ABM): ABM is a strategic approach concentrating on individual customer accounts. Instead of advertising to a broad audience, ABM involves creating highly targeted, personalised campaigns for specific high-value accounts. Those in the B2B SaaS space will find this particularly beneficial, where sales cycles are long and involve multiple decision-makers.

Case Study: Quolum’s Success With NUOPTIMA

Let’s look at a real-life example of effective B2B SaaS lead generation

About the Client

Our client, Quolum, is a full-stack SaaS procurement platform that helps companies manage their subscriptions more efficiently. Their platform integrates with existing quality management systems, providing a centralised solution for managing contracts, invoices, and user logins.

Despite having a well-designed website, Quolum struggled to attract the desired level of traffic. 

That’s where we stepped in.


When we started working with Quolum, we identified the need for more landing pages and content to attract people actively searching for SaaS tools. Our Head of SEO and Lead Editor swiftly devised a plan to create high-quality service pages and long-form blog content. This included SaaS tool comparison articles, which have proven very popular and significantly improved traffic and keyword ranking.

Additionally, we conducted a comprehensive analysis of Quolum’s website using an industry-leading SEO tool and identified unique keyword opportunities. Our strategy also involved creating excellent bottom-funnel content to drive conversions and increase interest in Quolum’s SaaS management, payment, sourcing, and security solutions. 

By providing informative and comparative content, we established Quolum as a reliable source of information, leading to higher conversion rates and more interest in their cost-saving solutions.

The results speak for themselves. 


  • In just four months, Quolum’s organic traffic increased threefold, from 1,027 to 2,947. 
  • Organic keywords ranking on the first page shot up by 168%.
  • And we acquired topical and relevant backlinks, leading to an average domain rating of 50.

By understanding the target audience, creating high-quality content, and continuously optimising our efforts, we significantly improved Quolum’s lead generation results.

How Can NUOPTIMA Help?

As a leading growth agency, we provide tailor-made lead generation services for B2B SaaS companies. We understand the niche challenges and opportunities that come with operating in the B2B SaaS space and have the expertise and resources to help you succeed.  

Together, our content, SEO, email, PPC, and technical teams work seamlessly to deliver a lead generation strategy that considers the ideal buyer and your broader business goals. Simply, with NUOPTIMA, you’ll benefit from decades of expertise, innovative approaches, and industry-leading resources.  


B2B SaaS lead generation is complex, requiring a thorough familiarity with the target market and a strategic approach to attracting and converting leads. Put simply, the key to mastering B2B lead generation for SaaS is to provide value. Whether through informative content, a helpful product, or an exceptional customer experience, delivering practical advice and resources is the best way to attract and retain customers.

Are you ready to take your B2B SaaS lead generation to the next level? With the right plan and a dedicated partner like NUOPTIMA, you can achieve your lead generation goals and drive your business forward. Book a free call today, and let’s discuss how to secure you more ready-to-buy leads.


How do I generate B2B SaaS leads?

The best way to get B2B leads involves a combination of strategies tailored to your target audience. Start by understanding your customers’ challenges. Then, use a multi-channel approach that includes content marketing, SEO, social media, email campaigns, webinars, and free trials. Remember, the key is to demonstrate value and build relationships with potential customers.

How do you scale a B2B SaaS?

Scaling a B2B SaaS involves several key factors. First, focus on customer success to ensure high customer retention rates. Second, use targeted B2B lead generation strategies to continuously attract new customers. Third, understand your ideal buyer and tailor your product and marketing to meet their needs. Finally, ensure you have a robust infrastructure, including a scalable software architecture and efficient business processes, to support growth.

What is a good B2B lead conversion rate?

A good B2B lead conversion rate varies depending on the industry and specific product or service. However, a 2-5% rate is generally considered suitable for B2B businesses.

Is lead generation still profitable?

Yes, lead generation remains a crucial aspect of running a profitable B2B SaaS business. The key to profitable lead generation is monitoring, testing, and optimising your approach. This involves understanding your target customer, using multi-channel marketing, leveraging tools to streamline and automate your processes, and staying ahead of emerging trends. 

Author's image

By: Alexej Pikovsky

CEO & Founder


Alexej spent 10 years in investment banking, venture capital and private equity. Running the wider group’s brands and building one of Europe’s fastest growing growth agencies, Alexej is well positioned to advise founders and funds. Alexej graduated MSc from Imperial College London and is a fellow of the German Academic Scholarship Foundation.

Free Growth Consultation

Get free 20 minute growth consultation for your business with a marketing expert

Growth Strategy Call

Book a call with one of our growth experts to discover the best way to grow your business

Contact Us